New IAMS for Vitality range


Our dogs are more than just pets – they are part of the family, and we want to keep them content as well as healthy. High-quality nutrition is the basis for a good life, but finding healthy food you can be certain your pet will enjoy can be tricky; luckily, IAMS has been on the case for over 70 years.

Providing high-quality pet foods to give cats and dogs the healthy, active and happy life they deserve has been IAMS’ mission since 1946. Now, thanks to the latest research in pet nutrition, IAMS has launched the new IAMS for Vitality food range, replacing the IAMS Proactive Health range.

Specially formulated for all sizes and ages, plus a variation that is light in fat, this dry food is rich in protein and will nourish your dog at all stages of life, supporting all seven signs of vitality:

  • Healthy Heart

Formulated with key nutrients to help nourish the heart, IAMS for Vitality will help keep their heart healthy.

  • Powerful Muscles

Nothing says ‘vitality’ more than a dog leaping in the air or running to retrieve their ball. High-quality animal protein and essential minerals help your dog maintain strong muscles so that they can stay healthy and active.

  • Strong Bones

Bone health is paramount for your dog’s quality of life, and nutrition plays a huge role in it. IAMS for Vitality takes care of your dog’s bones with essential minerals and vitamin D.

  • Healthy skin and coat

Say goodbye to flaky skin and dull coats: with Omega 3 and 6, IAMS for Vitality supports healthy skin and a shiny coat your dog can be proud of.

  • Support their immune system

An antioxidant blend with vitamin E helps to support your dog’s immune system, come rain or shine.

  • Digestive health

Let’s face it, picking up poo is hardly anyone’s favourite part when out and about with our dogs – but it does help to have a tailored fibre blend including prebiotics and beet pulp to aid healthy digestion.

  • Strong teeth

Dental health is essential for your dog’s well-being, and these crunchy kibbles, with tailored mineral levels, help keep teeth healthy and clean.

As well as reaping the benefits of a balanced nutrition, your dog will enjoy every bite of the range of flavours IAMS for Vitality has to offer, with fresh ingredients and taste that will get all tails wagging.

For more information on the range, visit IAMS’ website –


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